TVSquared and ER in Ad Attribution Partnership

Edinburgh-based ad measurement and optimization firm TVSquared has partnered with video ad campaign tech platform Extreme Reach (ER), to allow advertisers to measure the performance of impressions served across all ad-supported OTT streaming services.

The integration tags every single ad, delivering simplification for advertisers, while giving them the ability to track performance at scale across all digital TV content. With ER, TVSquared can measure ad performance across almost every TV household in the US, rather than being limited to 'Automatic Content Recognition' (ACR) and panel data alone. According to the firms, this enables the measurement of the entire TV ecosystem from a single platform.

Each day, 2,500 creative assets are uploaded to AdBridge, ER's asset management platform that integrates video ad serving, linear TV distribution, OTT/CTV delivery and talent and rights management. The integration with TVSquared allows every creative asset to be tagged with performance results served in TVSquared's Advantage analytics platform, to show advertisers how their digital ads are driving response and engagement, and directly tying ad exposure back to business outcomes.

Jo Kinsella (pictured), CRO and EVP at TVSquared, comments: 'Brands need a single solution to find the optimal mix of linear and OTT. In an increasingly fragmented TV ecosystem, this is how advertisers scale, with performance metrics that can compare linear and digital TV all in a single platform. Extreme Reach makes this possible in ADvantage because of the scale and breadth of creative assets that are managed and distributed through AdBridge'.

Web sites: www.tvsquared.com and www.extrememreach.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.